arjens chotel

as a dutch director, i first started as an editor for international promo campaigns for the discovery channel and mtv. i learned the art of the perfect cut and building suspense and intrigue under the time pressures that always came with tv campaigns. with my background in film studies, however, the desire to determine the images myself started to play an increasingly important role. first through music videos and artistic work, later through commercial work. in the meantime i have been able to make many brand films, commercials, visual experiences and advertising campaigns for lotus, mitsubishi, smart, asml, heineken, aegon, keune and sap, among others. the common denominator in all these productions was my strong ability to "humanize" technology or products. in my opinion, a commercial doesn't just have to be happy, it can also be unexpected, dramatic or emotional. in addition, my work is characterized by a strong international character, with a slightly elusive layer. visually always aesthetically pleasing, showing mankind in it's most powerful form. whether this is beauty or fragility.